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14 Δεκ 2013 (πριν από 3 χρόνια και 9 μήνες)

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Making Marketing Sense of the
Tablet Landscape

Noah Elkin

Principal Analyst, eMarketer

eMarketer: A business information service

unlike any other

Founded in 1996, eMarketer provides
unbiased research and trend analysis
on digital
marketing and media



Approach & Expertise



We aggregate, filter, organize and analyze data from
more than 4,000
global
sources



Analysts put the
data into context
covering all aspects of the market, with
overviews and insights that can’t be found anywhere else


2011: Year of
the

tablet?

Or…

Year of
one

tablet?

Want an iPad?
Get in line.

Image courtesy of
The New Yorker

The
iPad owns
the tablet market…for now

US will account for the
majority of

near
-
term

tablet demand

Source: eMarketer, Dec 2010

Apple’s iOS will
remain the
dominant US
smartphone
platform in 2011,
but
Android will
pull ahead in 2012

Tablets

constitute
an additional front
in the
same OS
platform battle


Tablet
awareness
and purchase
intent
are healthy,
particularly among
younger consumers

Tablets have become
daily fixtures

for many activities

Opportunity for tablets
in the enterprise

is growing

Source: ChangeWave Research, Dec 2011

Global executives
see
multiple
platform usage
as a
key trend affecting
their business

Agencies see
advertising opportunities

on a range of smart devices

Tablet owners are
more receptive to
advertising…

…and open to a
range of advertising formats

Richer ads bring
high engagement rates

Case Study:
Hyundai Equus

Key takeaways


Mobile platform competition remains fierce.
The US mobile market is shaping up to
be a two
-
horse race between Apple and Android. Tablets will extend this competition
into a new market segment, with BlackBerry, HP and Microsoft as wildcards.


Apple has the upper hand…for the moment.

Its chief advantage lies in the strength of
its overall offering (brand appeal/breadth of content/iTunes interface/retail
presence). But Android is maturing quickly and has strength in numbers.


Leverage the form factor.
Smartphones and tablets may run the same OS, but they
serve different purposes. Focusing on the distinctions between platforms and form
factors will lead to payoffs in user experience.

Thank you

Noah Elkin

Principal Analyst

Twitter:

@noahelkin

Email:

nelkin@emarketer.com